You could cylinder map it, then match up both sides so the texture is actually wrapped around it. But then you have a problem with the top, unless you sphere map it instead, but that has it's own problems.
You need to decide what goes on the top, like maybe a patch of moss, but I think the best bet is to draw the top in the middle of your texture, and have it roll off to the sides so the bottom is actually the outside edges of your texture. Not seamless, but it would provide a seamless rock. By using the right rock texture you can make the stretching look decent. I'd be tempted to cylinder map it first, then take off the top part, and plain map that - then with some carefull vertice selection and rotation, wrap the cylinder mapped part round the top part so it's like the rock had a blanket over it, which you just took off.
Professionals would most likely rely on 3D painting software, so they could just tidy up the dodgy edges, but 3D painting software is expensive.